Question 1

Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Accepted Answer

A)  advertising and personal selling. 
B)  personal selling and public relations. 
C)  public relations and publicity. 
D)  sales promotion and direct marketing. 
E)  direct marketing and personal selling.

Question 2

promotional mix includes advertising,personal selling,sales promotion,public relations,and __________.

Accepted Answer

A)  public relations 
B)  direct selling 
C)  merchandising 
D)  word-of-mouth 
E)  direct marketing

Question 3

Sales promotion refers to

Accepted Answer

A)  a short-term inducement of value offered to arouse interest in buying a product or service. 
B)  a single-themed IMC campaign employing multiple advertising and personal selling strategies. 
C)  individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. 
D)  a long-term inducement of value offered to build and sustain loyal customer relationships. 
E)  a sequence of value inducements aimed at retaining channel members.

Question 4

the number of catalogs being sent to individual carrier routes is small,a database

Accepted Answer

A)  can add special incentives such as product samples. 
B)  can add names to qualify for U.S. postal discounts. 
C)  is less effective since the customer base is too small to segment. 
D)  is more effective since the customer base does not have to be segmented. 
E)  can generate generic catalogs to use instead of targeted ones.

Question 5

proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are __________,risk,and ancillary services.

Accepted Answer

A)  complexity 
B)  adaptability 
C)  durability 
D)  accessibility 
E)  acceptability

Question 6

taking consumer expectations into consideration,integrated marketing communications (IMC)is a key element in a company's __________ strategy.

Accepted Answer

A)  generic business 
B)  retail life cycle 
C)  market segmentation 
D)  sustainable development 
E)  customer experience management

Question 7

promotional objective of the decline stage of the product life cycle is to __________.

Accepted Answer

A)  inform 
B)  persuade 
C)  compare 
D)  remind 
E)  phase out

Question 8

marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

Accepted Answer

A)  create common ground for 
B)  create noise in 
C)  effectively decode 
D)  develop a mutually shared field of experience with 
E)  back translate

Question 9

a promotional sense,customized interaction refers to

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers. 
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions. 
C)  personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. 
D)  the creation of different promotional campaigns based on gender, age, or ethnicity. 
E)  the use of different images (such the covers of Sports Illustrated) to reach different product groupings.

Question 10

Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch television.An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works.This Olympus Eye Trek is most likely high in __________.

Accepted Answer

A)  user friendliness 
B)  complexity 
C)  risk 
D)  synergy 
E)  accessibility

Question 11

Factors such as differences in payment methods (credit and credit cards),the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

A)  direct marketing 
B)  advertising 
C)  personal selling 
D)  sales promotion 
E)  publicity

Question 12

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "G" is referred to as __________.

Accepted Answer

A)  noise 
B)  the message 
C)  the feedback loop 
D)  the field of experience 
E)  feedback

Question 13

similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

Accepted Answer

A)  common ground 
B)  field of experience 
C)  McLuhanism 
D)  hermeneutics 
E)  back translation

Question 14

phase out" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  decline 
B)  growth 
C)  decelerated development 
D)  maturity 
E)  introduction

Question 15

During the planning phase of an IMC program,a firm will identify the target audience,__________,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Accepted Answer

A)  specify the promotion objectives 
B)  pretest the promotion 
C)  state the mission 
D)  identify possible advertising or promotional firms 
E)  carry out the promotion

Question 16

of the following factors are used to BALANCE the use of the promotional mix elements EXCEPT:

Accepted Answer

A)  the channel of distribution. 
B)  the product's life cycle. 
C)  the decision stage of the buyer. 
D)  the different departments responsible for implementing the sales promotion strategy and tactics. 
E)  the characteristics of the product.

Question 17

message is conveyed by means of a(n)__________ such as a salesperson,advertising media,or public relations tools.

Accepted Answer

A)  vehicle 
B)  channel of communication 
C)  field of experience 
D)  direct feedback loop 
E)  information highway

Question 18

a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of __________.

Accepted Answer

A)  noise 
B)  receiving 
C)  encoding 
D)  decoding 
E)  messaging

Question 19

During the implementation phase of an IMC program,a firm will __________ and carry out the promotion.

Accepted Answer

A)  posttest the promotion 
B)  design the promotion 
C)  state the mission 
D)  identify possible advertising or promotional firms 
E)  pretest the promotion

Question 20

Marketers can communicate best with Generation Y consumers by __________.

Accepted Answer

A)  using cable TV ads since this generation watches TV more than any other medium 
B)  adding mobile media to their IMC campaigns 
C)  placing ads on Sirius XM radio 
D)  using the 24/7 approach 
E)  using radio ads since this generation listens to radio more than any other medium

Exam 17: Integrated Marketing Communications and Direct Marketing